MARKETING IMAGINATION NEW EXPANDED EDITION
Prof. Ted Levitt, Editor of the Harvard Business Review, is renowned as a marketing expert. In this volume he has expanded his original 1983 publication, to recap the developing globalization debate and to respond to his critics. He has also added his famed McKinsey Award-winning essay "Marketing Myopia," and included detailed accounts of how to maximize the product life cycle and achieve the delicate balance between innovation and imitation. This provocative and challenging book is a must-read for everyone in business. Levitt's literate, thoughtful treatment takes the reader from the broadest theoretical concepts to specific how-to pointers.
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Marketing and the Corporate Purpose
The Globalization of Markets
The Industrialization of Service
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actually become better brand buyer called circular knit communications companies competitive competitors concept Consider consumer continued corporate costs create delivery designed differentiation direct distinction distribution effective effort entire equipment everywhere example executive existing expanding expectations fact Figure finally firms forces future getting global growth idea imagination imitation important improvement industry innovation intangible keep kind less look machine major manufacturing matter means merely needs offered once operating organization original packaging planning possibilities potential practices preferences present probably problems profit promise reason relationship requires retail segments seller selling simply single specific stage standardization strategy success suggest tangible things tion United users usually wants what's